While the Toyota Tundra originally made its debut around 1999/2000, it was the second-generation model introduced in 2006 that really made a huge effort to compete with competitor pickups from Detroit’s Big 3. Earlier this decade, Toyota spent more than $1 billion to develop a new Tundra, and spent about a billion more to build a plant in San Antonio, Texas, to manufacture it. However, the Japanese automaker just can’t figured out how to convince people to buy it over American built rivals.
“We believe from an engineering standpoint we met all of the targets,” Mike Sweers, told The Wall Street Journal. “As far as getting conquest buyers, no, we didn’t get as much as we expected.”
Sweers said that Toyota “is in the process of making the next generation a bit more traditional looking.”
“We need a more truck-like or bold styling than we currently have,” said Sweers. He also said Toyota will focus less on fuel-economy and more on the traditional aspects of a pickup.
– By: Omar Rana